Crowne Plaza Web & Print | Integrated Marketing | Pixel8
Get in touch
Pixel8

You are here

Crowne Plaza

What did we do?

Our partnership with Crowne Plaza has become one of our most enduring affairs of the last 13 years.

It began in 2010 following our award-winning success in refreshing the Hotel Indigo brand for IHG (InterContinental Hotels Group). We were asked to refresh the overall Crowne Plaza Hotels & Resorts brand, which currently has 388 hotels in 60 countries.

Crowne Plaza were quite understandably happy with their logo. They’re a massively successful organisation and their logo is recognised and respected all over the world. Our challenge was to work around the logo, refreshing every other element without creating a recognisable difference to its fundamental logo design.

We got completely stuck into understanding every element of the Crowne Plaza brand. We used in-depth research to fully understand the brand positioning and then used this knowledge to start afresh.

What did we achieve?

Despite their success, Crowne Plaza had no relevant brand guidelines in place. If Crowne Plaza had continued in their use of the previous brand guidelines, an inconsistent message would have been relayed to both employees and visitors alike. Inconsistency results in an inadequate and under-performing brand image.

So, we created a 200-page set of brand guidelines that have become the ‘go to’ place for all things Crowne Plaza. They had to be easy to understand and tell the comprehensive brand story, taking a complicated brand structure and simplifying it to make it inviting and a pleasure to learn from.

They had to demonstrate the usability of the huge selection of images taken during the worldwide photoshoots and the flexibility, effectiveness and ease of application of all the brand elements and rules created to ensure the 'holy grail' of consistency.

That’s just one small part; there have been so many elements involved in this brand refresh that they are almost impossible to quantify here. We created Facebook campaigns, advertising campaigns, all the in-house collateral, templates, web portals…the list goes on and on. All this for the world’s largest hotel group.

 

our blog...

How To Create An Ingenious Logo - The Novus Case Study
Case Studies
We adore a great logo simply because they do so much for a brand. They attract customers, help to tell a brand story, and they also allow...
Brand Consistency and Guidelines - Manchester United Soccer Schools Manual Case Study
Case Studies
We love a good bit of brand consistency at pixel8.And whether we use it to come up with clever little brand guidelines, or perhaps apply it...
Brand Guidelines - The Hotel Indigo Case Study
Case Studies
It’s a well-known fact that all pixels love a really good set of brand guidelines. Why is that, you ask? Well, it’s simple.Brand guidelines...
How To Refresh A Logo - A Crowne Plaza Case Study
Case Studies
We <3 logos - which is lucky, really, because logo creation is one of the central parts of creating any brilliant brand!Now we know...

get in touch...

If you think we’d be a good fit with your business, simply leave your details below or call us direct on 0161 228 6489. You're also very welcome to pop over to our studio for a refreshing perspective and a great cuppa.